{"id":4283944,"date":"2024-10-14T15:13:00","date_gmt":"2024-10-14T13:13:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/footsteps-of-progress-empowering-women-in-eastern-europe\/"},"modified":"2025-03-04T11:47:29","modified_gmt":"2025-03-04T09:47:29","slug":"footsteps-of-progress-empowering-women-in-eastern-europe","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-uki\/case\/footsteps-of-progress-empowering-women-in-eastern-europe\/","title":{"rendered":"Footsteps of Progress: Empowering women in Eastern Europe"},"content":{"rendered":"
\n\tJohnnie Walker<\/h1>Footsteps of Progress: Empowering women in Eastern Europe<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n
\n\t\t\t
\n\t\t\t\n\t\t\t\t(  Services  )\n\t\t\t<\/p>\n\n\t\t\t\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tBrand & Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<\/span><\/span>With its 120+ year-long commitment to driving progress, Johnnie Walker wanted to extend its purpose to Eastern European drinkers\u2014specifically women.\u00a0<\/p>In partnership with DEPT\u00ae and Publicis Groupe Hungary, they launched Footsteps of Progress, a\u00a0creative campaign\u00a0beyond business growth. It created meaningful conversations about gender roles and societal progress in Eastern Europe.<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n
    \n\t
    \n\t\t\n\t\tBreaking barriers\t<\/h2>\n\t\t\t\t\t
    \n\t\t\t\t\n
    \n\t\tDespite the prevalence of female whisky drinkers in Eastern Europe, ads across the region remain largely masculine, reflecting a deep-rooted perception of whisky as a part of \u201cman\u2019s world.\u201d

    In response, Johnnie Walker embarked on a mission to support women across Eastern Europe.\u2028\u2028 The objective was to drive relevance with female whisky drinkers in the saturated and competitive Eastern European market. Yet, we needed to work within the brand\u2019s standards, i.e., \u201cKeep Walking.\u201d\u2028\u2028

    After spending time with locals, it was clear that women\u2019s paths are chosen for them in Eastern Europe. Their time is spent on being who they must be, not who they could be.

    Our challenge was to disrupt these long-standing narratives and empower women to carve their own paths.\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t
  • \n\t\t\t\t

    \n\t\t\t\t\t37M\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\timpressions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t1.1M\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\tearned media\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t+10%\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\tin brand lift across Eastern Europe\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Discover the campaign DEPT\u00ae launched for Johnnie Walker to empower women in Eastern Europe and encourage conversations about gender roles. 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